This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Themes

Abstract:

The case examines the marketing strategies adopted by the leading Indian herbal healthcare company Himalaya Drug Company (HDC) in the late-1990s, particularly the advertisement campaign for its personal care product range 'Ayurvedic Concepts.'

The case explores the company's efforts on R&D, product development and retailing fronts to change the perception of Indian consumers about the contemporariness of Ayurveda for health care.
The case also explains rationale behind HDC's decision to bring all its brands under an umbrella brand 'Himalaya'.

Issues:

» Understand the issues involved in building the brand image of a product like Ayurvedic Concepts and the role of advertising in building the brand image.